Senior Data Scientist - Marketing Mix Modeling (MMM)

Marketing science – a sub-team within marketing analytics at Disney Streaming Services (Hulu, Disney+, and ESPN) – is in search of an analyst to run marketing mix models (MMM) and associated ancillary analysis. This position will work as part of a team focused primarily on econometric modeling, which also provides support for downstream practices used to inform marketing investment and plays a hands-on role in modeling efforts.

The ideal candidate has a substantial quantitative skill set with direct experience in marketing science practices (MMM, attribution modeling, testing / experimentation, etc.), and should serve as a strong mentor to analysts, helping to onboard new talent in support of wider company goals. Technical acumen as well as narrative-building are integral to the success of this role.

Responsibilities

• Build, sustain and scale econometric models (MMM) for Disney Streaming Services with support from data engineering and data product teams

• Quantify Return on Ad Spend, determineoptimal spend range across the portfolio, identify proposed efficiency caps by channel, set budget amounts and inform subscriber acquisition forecasts

• Support ad hoc strategic analysis to provide recommendations that drive increased return on spend through shifts in mix, flighting, messaging and tactics, and that help cross-validate model results

• Provide insights to marketing and finance teams, helping to design and execute experiments to move recommendations forward based on company goals (e.g., subscriber growth, LTV, etc)

• Support long-term MMM (et.al.) automation, productionalization and scale with support from data engineering and product

• Build out front-end reporting and dashboarding in partnership with data product analysts and data engineers to communicate performance metrics across services, markets, channels and subscriber types

Basic Qualifications

• Bachelors degree in Data Science, Computer Science, Engineering, Mathematics, Econometrics, Statistics or related field

• 5+ years of experience in a marketing science / analytics role with understanding of measurement and optimization best practices

• Coursework or direct experience in applied econometric modeling, ideally in support of measure marketing efficiency and optimize spend, flighting and mix to maximize return on ad spend (i.e., MMM)

• Exposure / understanding of media attribution practices for digital and linear media, the data required to power them and methodologies for measurement

• Understanding of incrementality experiments to validate model recommendations and gain learnings on channel/publisher efficacy

• Exposure to / familiarity with with BI/data concepts and experience building out self-service marketing data solutions

• Experience in SQL as well as statistical modeling platforms (Python, R, etc.)

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